3 Steps to Consider When Launching Your New Offer
There are a few things you’ll need to launch your offer, but the three steps I am going to focus on today are vital and center on clarity. Assuming you are completely clear on your offer, there are three steps you can take:
Clarify Your Target Audience
Who is a fit for your services and who is not a fit for your service?
You need to deeply understand who is a fit for your services. This goes beyond just their title, beyond saying “I work with teachers”, or “I work with principals”.
For example, if you work with teachers, are you working with K through 12 teachers? Are they teachers who work in a particular grade band? Which grand band; elementary, middle school, or highschool teachers? Are you working with teachers with a certain number of years of experience? Early career teachers? Career teachers based upon licensure years? (Meaning four plus years of experience) Or are you working with teachers in a particular demographic area? What about the content they teach? Does their content matter?
There are countless nuances related to identifying your target audience, but you need to specifically name who your target client is and who your target client is not.
For example, if you decide that your target audience is beginning teachers, then you can decide that teachers who are beyond their fourth year of teaching are not. That is what it means to clarify your target audience and will make the next steps easier.
Clarify Your Messaging
Now that you know your target audience, how are you going to communicate with them?
You need to be able to speak to your audience almost as if you are reading their mind. You need to know them so deeply and so intimately that you can speak their language. What are the actual words that your audience would use to describe the problem they are facing that your business is solving?
For example, saying “I support teachers in building positive classroom environments”, is not usually the language that a teacher who needs support in building a positive classroom environment would use.
They’d probably say “When I am in front of my students in a Zoom classroom setting and I am teaching, I feel as if I'm not being heard, I feel as if my students are disconnected from me and I am disconnected from them. I feel disconnected from who they are. It feels as if we're not even working together, we're working in competition with one another, because I'm struggling to know who my students are and I'm struggling to be able to support them.”
That is the level of clarity you need in your message.
Part of this is you being really, really clear on determining the actual words that your target audience would use to describe the problem, because those are the words you need to use in your messaging to build trust. You want to make your target audience feel as though you understand the problem that they experience and therefore they can trust you to help them solve it.
I'll give you another example. I always use the example of my air fryer, because y'all, I love the air fryer! So say I’m encouraging someone to get an air fryer. I’m not going to say “Oh, you want crispy food? Get an air fryer.”
I’m going to say, “Look, after a long day of back to back to back Zoom meetings, you’re starving and you don't have the energy to spend hours preparing your dinner, because you're exhausted after back to back Zoom meetings, but you still want your food to taste like you spent hours cooking your meal? Get an air fryer.”
It’s all in the messaging. Once you’re clear on how your target client is experiencing the problem you can communicate with them on how you can help them solve the problem.
Clarify Your Marketing Systems
Once you know who your target audience is and how to talk to them, where are you going to reach them? Where is your audience? What social media platforms are they hanging out on? You need to get really clear on your marketing systems so you know how and where exactly to share your message!
If you want to learn more about how to secure your first client, enroll in my "Securing Your 1st Consulting Client" module. Click here to enroll!